{"id":60843,"date":"2021-10-25T23:33:12","date_gmt":"2021-10-25T21:33:12","guid":{"rendered":"http:\/\/www.veeva.com\/eu\/?post_type=resources&#038;p=60843"},"modified":"2026-03-23T14:10:47","modified_gmt":"2026-03-23T13:10:47","slug":"the-power-of-rep-sent-email-in-omnichannel-hcp-engagement","status":"publish","type":"resources","link":"https:\/\/pantheon.veeva.com\/eu\/resources\/the-power-of-rep-sent-email-in-omnichannel-hcp-engagement\/","title":{"rendered":"The Power of Rep-Sent Email in<br> Omnichannel HCP Engagement"},"content":{"rendered":"<p class=\"resources-sub-title text-center\">\nTHOUGHT STARTER SERIES\n<\/p>\n<p>\nThe past decade has seen pharma systematically working to improve the way it engages with HCPs, primarily by leveraging digital to provide more personalized and impactful omnichannel experiences. New engagement models are being rapidly designed, implemented, and iterated in response to COVID-19, following what has already been a steady decline in physical access.\n<\/p>\n<p>\nDespite the significant effort, many challenges prevent companies from reaching the holy grail of omnichannel\u2014that is, seamless, orchestrated, and personalized\u2014engagement. Some of these challenges are technology- or data-related; it can be difficult to create appropriate architectures or have the structured data needed to appropriately tailor engagement for the next customer touchpoint. A bigger struggle is in converting the paper exercises of an omnichannel strategy into actual execution.\n<\/p>\n<p>\nWhile progress has been made to connect data and technology, a core execution barrier remains due to sales and marketing teams often being disconnected organizationally. Rep-sent email, however, offers a surprisingly quick way to overcome some of these challenges and build the connective tissue for an orchestrated, omnichannel approach.\n<\/p>\n<div class=\"grey-box\">\n<img decoding=\"async\" class=\"img-responsive m-auto\" src=\"https:\/\/www.veeva.com\/wp-content\/uploads\/2021\/11\/The-Power-of-Rep-Sent-Email2.png\" alt=\"\" \/>\n<\/div>\n<h2>Rep email is the connector<\/h2>\n<p>\nVeeva Pulse data shows that rep email is the most used<br \/>\ndigital channel by the field force.<sup>1<\/sup> When used correctly, it can<br \/>\nbe an essential tactic in your omnichannel strategy by acting<br \/>\nas the connector between physical and digital channels.\n<\/p>\n<p>\nRep email can provide a valuable touchpoint before and<br \/>\nafter face-to-face or remote conversations, enhancing its<br \/>\noperational utility for meeting setup and follow-up. Content<br \/>\ncan also be tailored based on data or qualitative outputs<br \/>\nof a previous touchpoint (i.e., whether an iPad detail slide<br \/>\nreceived a positive reaction), and can contain links to content<br \/>\nfrom other channels, such as internal portals, external<br \/>\nresearch, or patient materials. This brings channels together<br \/>\nand creates a more seamless flow of engagement that<br \/>\nenhances the customer experience and increases impact.\n<\/p>\n<div class=\"grey-box\">\n<img decoding=\"async\" class=\"img-responsive m-auto\" src=\"https:\/\/www.veeva.com\/wp-content\/uploads\/2021\/11\/The-Power-of-Rep-Sent-Email3.png\" alt=\"\" \/>\n<\/div>\n<h2>Enabling the hybrid field model<\/h2>\n<p>\nRep email also enables field teams to become the curator<br \/>\nof content and the orchestrator of multiple channels, which<br \/>\ncan ultimately enhance HCP experiences. To realize this<br \/>\npotential, consider the following:\n<\/p>\n<ul>\n<li>\n<strong>Take a use case approach:<\/strong> There are different types of<br \/>\nrep emails, from delivery of information and information<br \/>\ngathering to external connections and invitations.<br \/>\nDefining these in your strategy is essential and helps<br \/>\nfocus measurement and execution.\n<\/li>\n<li>\n<strong>Have a clear tagging strategy:<\/strong> A structured plan to tag and<br \/>\nmeasure the effectiveness of each type of email ensures<br \/>\ninsightful and actionable data is generated. Comparing<br \/>\nthe open rates of meeting invitation emails against<br \/>\nmessage-focused content can obscure valuable insights<br \/>\nabout what content is resonating.\n<\/li>\n<li>\n<strong>Connect the field to the data:<\/strong> Ensuring the field has<br \/>\naccess to channel effectiveness dashboards helps<br \/>\nempower them to drive this orchestration by revealing<br \/>\nthe value of each curated channel. Field teams must be<br \/>\nin the driver\u2019s seat.\n<\/li>\n<li>\n<strong>Create target HCP journeys:<\/strong> Impactful journeys bring<br \/>\ntogether brand messaging, strategy, content, and<br \/>\nchannels to form an adaptable template for executing<br \/>\ncampaigns. Just be sure to include field teams in this<br \/>\ndesign process.\n<\/li>\n<\/ul>\n<p>\nThis email-driven approach doesn\u2019t require big investment<br \/>\nin new capabilities. But it does require focus on maximizing<br \/>\nthe value of existing channels through careful and organized<br \/>\nexecution. A rep email can connect meetings, leave behinds<br \/>\nand patient downloads, specific portal content, webinars,<br \/>\nand surveys\u2014all of which can otherwise be islands of<br \/>\nengagement.\n<\/p>\n<div class=\"grey-box\">\n<img decoding=\"async\" class=\"img-responsive m-auto\" src=\"https:\/\/www.veeva.com\/wp-content\/uploads\/2021\/11\/The-Power-of-Rep-Sent-Email4.png\" alt=\"\" \/>\n<\/div>\n<h2>A note on email fatigue<\/h2>\n<p>\nWith the rapid, COVID-induced shift to digital channels, email<br \/>\nvolume has increased significantly. While digital fatigue is an<br \/>\nunderstandable concern, the data tells us a different story:<br \/>\nAlong with significant increases in email volume during<br \/>\nthe last year, we have also seen record high open rates of<br \/>\naround 41%. The return to face-to-face engagement has seen<br \/>\nthis even out and decline slightly (~5%) but there is strong<br \/>\nevidence that HCPs value this channel and are not getting<br \/>\nfatigued by it.\n<\/p>\n<p>\nThat being said, setting targets for the usage of rep email<br \/>\nis always dangerous. It is how you use the channel that<br \/>\nmatters, not the volume. The continued high open rates<br \/>\nhave proved that this digital channel, delivered personally<br \/>\nby the field, is still well received by HCPs. As with any email,<br \/>\nrelevance is key.\n<\/p>\n<h2>Key takeaways<\/h2>\n<div class=\"white-box\">\n<img decoding=\"async\" class=\"img-responsive m-auto\" src=\"https:\/\/www.veeva.com\/wp-content\/uploads\/2021\/11\/The-Power-of-Rep-Sent-Email.png\" alt=\"\" \/>\n<\/div>\n<p>\nBarriers in technology, data,<br \/>\nand operating models make<br \/>\nomnichannel engagement difficult<br \/>\nto achieve, but rep email offers<br \/>\na way to make some immediate<br \/>\nimprovements.\n<\/p>\n<p>\nEmails can be used for a wide<br \/>\nvariety of use cases to act as a<br \/>\nconnector between physical and<br \/>\ndigital channels.\n<\/p>\n<p>\nThese connections allow reps<br \/>\nto curate and coordinate HCP<br \/>\nengagement across various<br \/>\ntouchpoints, putting them in<br \/>\nthe driver\u2019s seat to create better<br \/>\ncustomer experiences.\n<\/p>\n<hr>\n<p>\n<strong>Gareth Allott<\/strong><br \/>\nSenior Consultant<br \/>\n<br \/>\n<a href=\"mailto:gareth.allott@veeva.com\">gareth.allott@veeva.com<\/a>\n<\/p>\n<h3>About Veeva Business Consulting<\/h3>\n<p>\nVeeva Business Consulting combines commercial and medical expertise with Veeva\u2019s proprietary data and technology to deliver better business<br \/>\nfocused solutions for our customers. Our team of experts offers a suite of advisory offerings, including launch readiness, digital acceleration, and<br \/>\ncontent optimization, all supported through unique HCP insights and analytics.\n<\/p>\n<p>\nTo learn more, visit <a href=\"\/eu\/services\/business-consulting-services\/\">veeva.com\/eu\/business-consulting<\/a>.\n<\/p>\n<p><footnotes><br \/>\n1, 2 Veeva 2021 Global Pulse Report, Veeva, June 2021<br \/>\n<\/footnotes><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Put reps in the driver&#8217;s seat to create better customer experiences.<\/p>\n","protected":false},"featured_media":60844,"parent":0,"template":"","class_list":["post-60843","resources","type-resources","status-publish","has-post-thumbnail","hentry","resource-html-content-yes","resource-area-20-commercial","resource-product-20-approved-email","resource-product-20-crm","resource-type-articles"],"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/pantheon.veeva.com\/eu\/wp-json\/wp\/v2\/resources\/60843"}],"collection":[{"href":"https:\/\/pantheon.veeva.com\/eu\/wp-json\/wp\/v2\/resources"}],"about":[{"href":"https:\/\/pantheon.veeva.com\/eu\/wp-json\/wp\/v2\/types\/resources"}],"version-history":[{"count":1,"href":"https:\/\/pantheon.veeva.com\/eu\/wp-json\/wp\/v2\/resources\/60843\/revisions"}],"predecessor-version":[{"id":94987,"href":"https:\/\/pantheon.veeva.com\/eu\/wp-json\/wp\/v2\/resources\/60843\/revisions\/94987"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/pantheon.veeva.com\/eu\/wp-json\/wp\/v2\/media\/60844"}],"wp:attachment":[{"href":"https:\/\/pantheon.veeva.com\/eu\/wp-json\/wp\/v2\/media?parent=60843"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}